Digital
Branding Edge launches TMI, a new digital content vertical
MUMBAI: Branding Edge has turned the spotlight on clarity with the launch of TMI, a new digital content vertical designed to make sense of two of today’s most complex and influential sectors: capital markets and healthcare.
The initiative marks a fresh push by the strategic communications consultancy to create original, accessible content for retail audiences. The idea is simple but ambitious: explain subjects that shape everyday lives without the jargon, noise or breathless hype.
From stock markets and corporate actions to medicines, regulation and healthcare innovation, information may be everywhere, but understanding often is not. TMI has been created to bridge that gap, using thoughtful storytelling to add context where confusion usually reigns.
The first proprietary content IP under the TMI banner is slated for launch in February and will focus on capital markets from the perspective of the retail investor. Over its first year, the vertical will concentrate on capital markets and healthcare, unpacking how these systems work, why they matter and what shifts within them mean for ordinary participants.
Branding Edge founder and managing partner Rahul Tekwani, said the timing could not be more relevant. “Capital markets and healthcare touch people’s lives more directly than ever, yet both remain difficult to understand for most audiences. Video-led content promised clarity but has increasingly become noise. Our aim is to slow things down, restore context and use digital formats to explain rather than sensationalise.”
True to that intent, TMI will prioritise explainers, conversations and narrative formats built for longevity rather than quick clicks. The focus will be on unpacking headlines, decoding jargon and offering perspective without dumbing things down.
Content will be distributed across a mix of owned digital platforms, podcasts, video formats and select partnerships, chosen to suit each IP and its intended audience.
With TMI, Branding Edge is signalling a broader shift towards content that informs and engages over the long term, using understanding as the hook rather than hype.
Digital
Ethical AI must benefit society, not dominate it, says WFEB chief Sanjay Pradhan at IAA event
At Mumbai event, ethics expert urges businesses and governments to shape AI responsibly
MUMBAI: Artificial intelligence may be racing ahead at lightning speed, but its direction must still be guided by human conscience. That was the central message delivered by Sanjay Pradhan, president of the World Forum for Ethics in Business (WFEB), during the latest edition of IAA Conversations held in Mumbai.
The session was organised by the International Advertising Association (IAA) and the Artificial Intelligence Association of India (AIAI) in association with The Free Press Journal at the Free Press House on 7 March. Addressing a packed audience, Pradhan called for stronger ethical leadership to ensure AI remains a tool that benefits humanity rather than one that governs it.
“Artificial intelligence has rapidly become one of the most powerful technologies humanity has created,” Pradhan said. “It is unlocking breakthroughs in medicine, science and creativity at a pace unimaginable just a few years ago.”
But he warned that the same technology carries serious risks. AI, he noted, can amplify disinformation faster than facts can travel, compromise privacy, deepen discrimination and disrupt millions of livelihoods. Referencing concerns raised by AI pioneers such as Geoffrey Hinton, often called the godfather of AI, Pradhan stressed that the real challenge is not whether AI will shape the world, but whether humans will shape it with ethics and wisdom.
Structuring his talk around four guiding questions, why, what, how and who, Pradhan introduced the audience to WFEB’s emerging AI Ethics Partnership, a global platform aimed at advancing responsible artificial intelligence. He outlined four priority concerns that demand urgent attention: disinformation, bias and discrimination, data privacy and job security.
To make the idea of ethical AI easier to grasp, Pradhan offered a simple metaphor. Ethical AI, he said, is like a three layered cake. The outer layer represents the visible value ethical AI creates for businesses and society. The middle layer is organisational culture that moves ethics from written codes to everyday practice. The innermost layer, however, is the most crucial, the conscience of individual leaders.
Drawing from Indian philosophical thought through WFEB co-founder Ravi Shankar, Pradhan noted that while artificial intelligence can reproduce stored knowledge, true intelligence is boundless and rooted in conscience, creativity and compassion. Practices such as breathwork and meditation, he suggested, can help leaders develop the calm clarity needed for ethical decision making.
The event also featured a discussion with Maninder Adityaraj Singh, chief of staff and head of innovation at Rediffusion Brand Solutions Pvt Ltd, and Yash Johri, lawyer, Supreme Court of India.
Opening the session, IAA India chapter president Abhishek Karnani, highlighted the need for industries to understand and engage with AI responsibly.
“AI has to be befriended and understood,” added Rediffusion managing director and AIAI national convenor Sandeep Goyal. “Its ethical use will determine whether it becomes a friend or a foe.”
As AI continues to reshape industries and societies, Pradhan ended with a simple but powerful call to action. Businesses, governments and individuals must work together to ensure that the algorithms shaping the future reflect human values rather than just cold logic.
